Solar Marketing Strategy for Bottom of Pyramid

Deep dive immersion into rural household energy market in East Africa. Market trends, competitive analysis, pricing and consumer purchasing patterns were observed and documented for solar lamp manufacturer with extensive distribution network but poor sales.

Synthesis and assessment of company's consumer facing behaviour identified gaps in distribution, retail channels and customer awareness activities. Strategic recommendations were made based on the 5D framework for BoP marketing.

Four business models were compared and analysed. These covered rural and urban pilots testing innovative distribution channels as well as existing trade in Rwanda and Kenya.

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